Fri, Aug 20, 2010
In my
continuing series on “Fascinate” by Sally Hogshead, a book about the 7 triggers that make people buy what you are selling, today we’ll look at “Prestige.” Prestige is the trigger that makes people want to splurge on themselves, it makes them want the best. It makes them buy a BMW over a Honda, Victoria Secrets over Macy’s, Godiva over Hershey’s, and your photography over what they can get at the mall.
But in order to sell prestige, you need to set a new standard and earn it. And you need to communicate why you are better on every level.
As an example, on this shoot we were able to use the same make up artist that Focht used on his recent Oregon Bride editorial. The high school senior just loved that, as did mom. How did the viewing go? It was well over our average.
Create prestige, earn it and increase profits.
